Liquid Death and Dr. Squatch: Soap for Psychos or Just Good Marketing?

In a fresh pivot that seems straight out of a marketing fever dream, Liquid Death and Dr. Squatch have launched “Soap for Psychos.”

Yes, it’s real.

Inspired by American Psycho, the collaboration plays off the visceral imagery of the 80s horror-thriller to sell… soap. Yet, like everything from these brands, it’s a cheeky, high-energy push designed to do more than sell a bar of soap.

It’s crafted to sell a vibe—a self-aware “cool kid” irreverence that has quickly made both brands cult favorites.

Liquid Death and Dr. Squatch aren’t your typical health-conscious or eco-friendly brands, even though both dabble in environmentally-friendly messaging.

Instead, they stand out by using irony and countercultural aesthetics.

And it’s working, especially for Liquid Death, which successfully markets its mountain water in “tallboy” cans resembling beer or energy drinks. Their style is grounded in humour that parodies horror culture, the death-metal aesthetic, and what can only be described as a playful assault on marketing norms.

So, what’s behind this collaboration?

One could argue that “Soap for Psychos” encapsulates a perfect brand alignment. Liquid Death and Dr. Squatch have both built personas that appeal to an anti-establishment crowd, leveraging humor that pokes fun at traditional advertising’s seriousness.

“Soap for Psychos” takes this to another level by leaning heavily on horror movie references and graphic design that screams, “We’re not for everyone”—a rare sentiment that today’s younger consumers seem to find magnetic.

But is there more than hype here? Let’s break down why this partnership works and where it might miss the mark:

Why It Works

1. A Bold, Consistent Persona: Both brands have tapped into the same vein of dark humor that’s edgy without being alienating. This collaboration strengthens their image, inviting fans of each brand to cross over.
2. Leveraging Pop Culture References: By riffing on American Psycho, they tap into nostalgia for cult classics and add layers of irony. Patrick Bateman, after all, is obsessed with superficial cleanliness—a hilarious contradiction to soap that’s “for psychos.”
3. Strategic Timing: With Halloween barely behind us, the horror-themed marketing feels seasonally appropriate without feeling like a last-minute costume.

Where It Might Miss the Mark

1. Niche Appeal: While the campaign’s irreverence may win over fans of American Psycho, it could fall flat for a broader audience who doesn’t resonate with horror aesthetics. It’s a love-or-hate approach that doesn’t leave much middle ground.
2. Sustainability Impact: Despite Liquid Death’s “death to plastic” messaging, this campaign still largely relies on packaging theatrics. Consumers interested in “green” options may feel their message gets lost in the aesthetic, limiting the crossover appeal to environmentally-conscious buyers.

Liquid Death and Dr. Squatch are proving there’s room in the D2C space for “psycho” marketing that doesn’t play nice.

The “Soap for Psychos” collaboration is high-energy, high-risk, and shows that even in the most unexpected niches, there’s space for creativity that genuinely subverts the usual clean-cut product campaigns.

When every brand is vying for attention, maybe a little psycho energy is just what’s needed.